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Baker Motor Company R & G Used Cars – Salt Lake City, Utah

In an effort to help its dealers suffering from the lingering effects of the Great Depression, the Ford Motor Company initiated a new “Renewed and Guaranteed” sales program in March of 1936 to assist its dealers with selling their used car inventory. The image featured here today shows the adoption of the sales campaign by the Baker Motor Company of Salt Lake City, Utah.

This photo courtesy of The Henry Ford contains Baker’s used car sales operation on the evening of May 5, 1937. It was separated from the Dealer’s new car showroom and service garage located at 279 East 300 South in another section of the City.

Two enlarged sections of the picture (below) clearly show the small “R & G” sign on each car’s windshield with its details and price. On the right in the second image the “Renewed R & G Guaranteed” section of the neon-lit sign is visible. The third image contains a newspaper advertisement announcing the new program. 

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  • Left-to-right, 1933 Ford sedan, 1930 Ford Model “A” coupe, and a 1936 Ford sedan.

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  • Left-to-right, 1935 Plymouth sedan, 1935 Ford sedan, 1935 Oldsmobile sedan, 1929 or ’30 Chevrolet sedan, and a 1936 Ford sedan.
  • .
  • Advertisement (below) announcing the new R&G program in the “Aurora Democrat” (Colorado) March 20, 1936.

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13 responses to “Baker Motor Company R & G Used Cars – Salt Lake City, Utah

  1. This is the only time I’ve ever seen cars of this vintage with any kind of shine to the paint. Pictures of groups of these cars always looks so drab and dull.

  2. The R&G money back guarantee sounds nice but who decided if the car is “in the same condition as when delivered.” ? The dealer, no doubt, who had no incentive to return the full purchase price which, for a used car in those days, would hardly be worth the cost of settling any disputed amount in court. And setting the time limit on returns to a particular clock time does not engender confidence. Have they patched the car together in such a fashion that it might not make it past lunch? The all-caps Money Back Guarantee headline sounds great but is, in practice, just about worthless. Cars are better these days but sales gimmicks still bear scrutiny.

    • I imagine the time is noted to be fair to all purchasers. Otherwise a person who bought a car at closing time would essentially get a day less warrantee than one who bought first thing in the morning. Perhaps the dealers added those other conditions because they anticipated there’d be customers unscrupulous enough to beat a car to death for nine days and then expect their full purchase price to be cheerfully refunded on the tenth?

  3. I am not sure how much refurbishing was done on some of these. The 1930 Ford model A looks pretty dirty under the fenders and chassis. Even the front wheel looks dirty. The car also looks like a plain-Jane, except for the accessory headlamp visors and front fender “corner lamps” stuck up high on posts attached to the bead of the fender. Some places around the country required corner lamps for safety when parked at night in commercial areas. The District of Columbia (Washington DC) and some areas in New York had such requirements. I am not aware of any such requirements around Utah?
    The ’29/’30 Chevrolet looks much cleaner underneath, more like the more modern used cars in this photo.

    Thanks again David G!

  4. Remember to put these photos in the context of their time.
    What was the NEW car warranty back then?
    Not much of one I suspect.
    So in retrospecy, ANY guarantee on a USED car was a big or good deal.

    Some of you sound like you’ve been reading Consumers Reports for too long .

  5. Third car from the right looks like a 1936 Chevrolet “Standard” 2 door sedan, judging by the painted headlight buckets. Looks like the original owner did shell for GM bumper guards tho….

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